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If you are a small business owner, you likely have a LinkedIn account to connect and network with professional colleagues. It’s a logical option for professionals considering LinkedIn boasts 830 million users in 200 countries as of 2022.

But the truth is, you may not be maximising the benefits of the platform if you aren’t using it to market your business. That’s why we’ve created this list with 5 of our favorite, most powerful tips for creating a business profile on the world’s top professional platform that will engage your audience and broaden the reach of your brand.

Let’s dive in!

1. Create a LinkedIn Account for Your Business

Sure, many of us use the platform to hobnob with our professional peers, but you should also be using it to promote your business…and the best way to do that is to create a business page. Having a page for your business on LinkedIn validates your company in the same way having a website does—it makes your business appear more legitimate and professional to your audience.

There are a million free tutorials that can walk you through the setup process if you find you need assistance. We love this easy-to-follow tutorial from HootLabs. If you don’t already have a personal LinkedIn page, shame on you. Just kidding (sort of), but you’ll need to set that up before you can set up a page for your business.

Here’s a tip: Make sure your profile is set to public—this allows anyone interested in your content to view it without having to follow you first, and it will maximise your outreach.

2. Update Your Page (Even if It’s Well Established)

Perhaps you’ve had a LinkedIn page for your business for a while now. It’s important to know this is not a “set it and forget it” scenario. Maintaining a page for business is a commitment, and it would be better to not have one at all than to have a page that is poorly maintained.

No one is going to hire a business whose LinkedIn page is full of cobwebs and outdated industry information. Make sure you are posting current content regularly and interacting with others on the platform. Doing so will expand your professional network and position your business as a leader within your industry.

3. Use Your Page as a Networking Tool

You’ve been using your personal page as a networking tool…why not do the same with your business page?

If you religiously follow the blog of an industry bigwig, seek them out on LinkedIn and give them a follow. Then comment thoughtfully on the content you find. This will, in turn, put your brand on the radar of other like-minded professionals.

The same goes for potential customers, strategic partners, and other business owners within your industry. Join groups that pertain to your industry or business, interact with other followers, and be sure to reply to any comments you receive.

4. Use Your Page as a Hiring Tool

As good as LinkedIn is for networking, it’s equally great when used as a recruiting/hiring tool. You might be surprised to learn that a staggering 50 million people per week use the platform to search for jobs, and six people are hired on the platform…every minute.

Before you post a job opening, make sure your current employees have their LinkedIn pages connected to your business page so they can share the openings and boost your reach while simultaneously increasing awareness of your company.

There are plenty of options when it comes to posting jobs on LinkedIn, and the best option for you will depend largely on your budget and the number of positions you need to fill. LinkedIn has an informative resource on job postings that you can read by clicking here.

5. Use Your Page to Publish Articles

LinkedIn is unique in that it allows you to publish long-form articles directly to your page. And, unlike articles that are posted on your website, LinkedIn notifies all your connections that you’ve posted new content. This in and of itself is a huge advantage, but LinkedIn also provides you with content analytics, so you can determine what type of content works best for and garners the most interaction with your audience.

And so…

Even if you believe other social media platforms are better suited for your business, it won’t hurt to create a business page and see what kind of engagement you receive (and don’t forget about all that lovely evergreen content you’ve created for social media and your website. It’s perfect for repurposing on LinkedIn). You just might be surprised how effectively a well-crafted LinkedIn business page can boost your brand and drive valuable social media traffic straight to your business.

Thanks for reading,
Digital Canteen Team
02-9025-4304